Tag: Working

  • General Education for Working Learners in the Age of AI – Faculty Focus

    General Education for Working Learners in the Age of AI – Faculty Focus

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  • General Education for Working Learners in the Age of AI – Faculty Focus

    General Education for Working Learners in the Age of AI – Faculty Focus

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  • Academics working 9 hours a day, 365 days a year – Campus Review

    Academics working 9 hours a day, 365 days a year – Campus Review

    Workforce

    Funding challenges, promotion issues and heavy workloads are linked, a separate survey found

    Erin MorleyJune 25, 2025Last Updated: June 25, 2025

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    A survey has found academics are working 3,256 hours a year, about double the Australian average, and are suffering worse anxiety and depression as a consequence.

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  • From playground to lecture hall – working with schools to support wellbeing throughout education

    From playground to lecture hall – working with schools to support wellbeing throughout education

    Higher education institutions are increasingly acknowledging the importance of wellbeing in shaping meaningful and sustainable learning experiences. However, the wellbeing of students and staff is often treated as a separate or secondary issue, addressed through isolated initiatives rather than embedded into the fabric of university life.

    I propose adopting a lifelong approach to wellbeing in education grounded in appreciating that schools and universities are not distinct spheres. Rather, they are stages on a continuous educational journey. The way we foster wellbeing in schools must inform, and align with, our practices in higher education.

    Foundations for wellbeing

    The foundations laid in schools play a crucial role in shaping how learners experience their transition into university. When educational environments nurture emotional resilience, social connection, and inclusive responses to academic pressures, learners arrive in higher education with a stronger base of support. In contrast, when wellbeing is not prioritised earlier in the educational journey, the structural and emotional demands of university life can amplify existing challenges. This underscores the need for continuity and care across the educational continuum, rather than placing responsibility on individuals to adapt alone.

    In many school systems, wellbeing is increasingly recognised as integral to education. A holistic, strengths-based approach helps ensure that wellbeing is supported through curriculum design, teaching practices, and whole-school approaches and policies. Programmes focused on social and emotional learning are embedded, and collaboration across sectors – education, health, and community – creates a network of support that extends beyond the classroom.

    In higher education, this picture is evolving. The work on wellbeing spearheaded by Universities UK in recent years has helped universities to become more attuned to the importance of wellbeing, yet academic culture often remains shaped by competitiveness, performance metrics, and output-driven models. This dynamic also influences schools in some contexts, particularly where high stakes testing and narrow accountability frameworks dominate. However, there tends to be greater acceptance within schools that wellbeing and learning are deeply interconnected.

    In the university context, structural pressures, including institutional expectations and the demands of competitive academic cultures, continue to affect both students and staff, contributing to stress, burnout, and mental health difficulties. Although there is growing attention to student wellbeing in policy and strategy, support for staff wellbeing remains less visible, despite its clear influence on teaching quality and the wider learning environment. There is a need for a joined-up, systemic approach recognising the interdependence of student and staff wellbeing.

    Whole institution approaches

    A whole-university approach, as promoted by Universities UK, is a strategic, institution-wide commitment to embedding wellbeing into every dimension of university life, echoing the well-established whole-school model in many primary and secondary education systems. Just as whole-school approaches integrate wellbeing into teaching, leadership, curriculum, and engagement with families and communities, a whole-university approach ensures that wellbeing is not confined to support services or stand-alone initiatives. It becomes a shared responsibility, woven into the ethos, governance, and daily practices of the institution.

    Rather than relying on reactive services, this model positions wellbeing as a core value that shapes leadership, curriculum, pedagogy, and institutional relationships. It calls for cultural transformation, redefining success to focus not solely on outcomes, but on flourishing. This includes embedding wellbeing in teaching and assessment, professional development, work-life balance, and inclusive, compassionate organisational values. It requires systems that promote flexibility, equity, and psychological safety as the norm.

    Universities must be understood as ecosystems. When this ecosystem is well, everyone within it is more likely to thrive. This involves designing curricula that support engagement and wellbeing, adopting inclusive policies, and nurturing cultures of trust, care, and belonging in both academic and administrative contexts.

    Higher education can also learn from the progress made in schools. Many school systems have already developed comprehensive frameworks for promoting wellbeing – such as the Health Promoting Schools model – which successfully embed wellbeing into governance, pedagogy, and wider school life. Higher education has much to gain from adapting these models to its own settings, helping to ensure continuity of support as learners move between sectors.

    Embedding wellbeing through national frameworks

    Aligning approaches across schools and universities creates a more cohesive experience for learners and reduces the sense of disorientation that often accompanies educational transitions. It also enables valuable exchange between sectors, where shared learning can lead to better outcomes for all.

    Within this context, and especially given the significance of the transition from school to university, national leadership is essential in embedding wellbeing consistently across education systems. The move into higher education is more than a change of setting; it is a profound developmental shift, often marked by increased autonomy, identity exploration, and academic complexity. While this transition can be exciting, it also brings vulnerability and emotional strain. Maintaining wellbeing support across this bridge is therefore not optional; it is essential. Yet it is precisely at this stage that inconsistencies and gaps often emerge. National policies that intentionally bridge sectors can ensure wellbeing remains a continuous thread throughout a learner’s journey.

    One crucial aspect of national leadership is the development of robust policy and strategy relating to wellbeing, both within institutions and at a broader, systemic level. Country-wide initiatives create coherence, consistency, and a shared vision – particularly important when seeking to strengthen the links between schools and universities. Ireland, for instance, has implemented a national policy and strategy around mental health that spans multiple sectors, not just education. This kind of joined-up approach exemplifies how public policy can help to sustain cultural change across the education system and beyond.

    The wellbeing of our educational communities is not a peripheral concern. It is central to the very purpose of education. By embedding wellbeing across every level – through policy, pedagogy, leadership, and institutional culture – we not only support individuals to succeed, but also help to build resilient, compassionate institutions where everyone can flourish.

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  • International students benefit local economies, and this extends to those living and working there

    International students benefit local economies, and this extends to those living and working there

    Universities once again find themselves in the crosshairs of a political argument around migration.

    I suspect no one on these pages needs convincing of the benefits international students bring to the UK: the diversity and vibrancy they add to our campuses, the fees that help our finances add up so we can carry out research and teach home students, the wider economic impact they bring through their fees and their spending in the UK economy, and the long term soft power of goodwill and friendship that our international alumni generate.

    And there is plenty of public opinion research – for example from Public First and UUK in 2023, from King’s College London in 2024, and from British Future in 2025 – that shows that the British public supports international student migration, thinks it brings economic benefits, and doesn’t see cutting numbers as a priority.

    But we have to be clear that we are losing the political argument on the value of international students – as have our HE colleagues in Canada, Australia and the US in recent months.

    A local industry

    This is the case despite the hard facts we have about the positive impacts of international students, including the £42 billion aggregate (2021–22 numbers) annual economic benefit estimated by London Economics. But those facts may not be enough as the political climate changes; we need to be agile in responding to where the political debate is moving.

    For example, we understand that the aggregate economic impact of international students is not disputed within the government. But they are not convinced that positive impacts are felt at the local level. So what do these big, aggregate numbers mean for citizens at the local level? To address that question, the University of York commissioned some rapid work from Public First – building on the London Economics modelling – to show the benefits of international students at constituency level, both as an export industry, and in their impact on domestic living standards.

    The first part of this work was published a few weeks ago at the heart of the debate around the final stages of the immigration white paper. This showed that international higher education is one of our most important export industries. This was counterintuitive for many politicians – who generally think of exports as goods or services which we trade overseas. But in fact, every international student coming and living in the UK is an “export” – bringing in foreign currency and supporting our economy.

    Politicians rightly champion our other UK exports – our cars, our pharmaceuticals, our creative industries. But across the country, higher education is just as, if not more important. We showed that in 26 parliamentary constituencies around the country, higher education is the single largest export industry – and it is in the top three in a total of 102 constituencies, spread around the country. To put it another way, in many towns and cities, higher education is the car plant, or the steel mill, or the pharmaceuticals factory that drives local economies.

    We hear that this evidence of real local impact was significant within Whitehall, and contributed to seeing off some of the wider proposals for restricting student flows that could have been in the immigration white paper.

    Pounds in pockets

    The second half of this research, published today, takes on some of the critique we know has been advanced in government in recent months: that while students may bring economic value in some abstract, aggregate way at national level, there are costs that are felt locally in our towns and cities that reduce living standards.

    Our analysis comprehensively debunks that. Instead, we show that international students are net contributors to the taxpayer, and that at the local level they raise wages and living standards for domestic residents. We calculate that every worker in the UK has higher wages to the value of almost £500 a year purely as a result of international students’ economic contribution. And in more than 100 constituencies, the benefit is much larger, equating to more than two and a half weeks’ wages for the average worker.

    These local-level impacts are often well-recognised by MPs and councillors. They are not yet in national-level debate. So we will continue to make the case for the wider benefits of international students for our towns and cities as well as abstract national GDP figures.

    In addition, we need to push back against the misguided assumptions in the white paper that the proposed new international students levy would have only a minor impact on recruitment, and show in detail why the reduction in numbers would be large, and carry with it an economic loss that would go way beyond universities’ gates and into their local communities. We are pleased to be working alongside colleagues in the sector to do just that.

    In all this we need to recognise the politics of the moment. All governments are political. That is how they got there, and to be so isn’t wrong! We have a government focused at the moment on its electoral prospects, and many of its actions can be explained by a drive to keep its voting coalition together, especially with the insurgent threat of Reform, and especially on the highly politicised issue of migration.

    Universities are well advised to steer clear of party politics. As a vice chancellor, I work without fear or favour to support the needs of staff and students, but also the city and communities around York. But my academic background is as a political scientist so I’m a keen observer of how universities, migration, and their intersection have electoral significance. So, looking at the 100 constituencies we identify in our research which benefit the most from international students either as an export, or in rising domestic wages, it is noteworthy that over 80 per cent of those constituencies are currently held by Labour MPs, often by very narrow margins.

    In those and the many other constituencies where international students bring real, tangible economic benefits, it is important that local citizens and political representatives understand what is at stake when widely held public concerns about migration lead to the targeting a group – international students – who the public both think highly of, and who make a big contribution to local economies.

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  • Hawaiʻi’s Working Families Need More Support – The 74

    Hawaiʻi’s Working Families Need More Support – The 74


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    Sarah Osofsky returned to school last year to earn her master’s degree in social work, hoping to give back to her community and find a job that would pay enough to survive Hawaiʻi’s high cost of living.

    Now, less than two weeks away from graduation, the mother of two is struggling to find a position that can sustain her family.

    Most social work jobs she’s seen in recent months offer salaries of $60,000 or less — enough to disqualify her from safety net programs like food stamps, but not enough to comfortably provide for her kids. She’s considered moving back to California where she has family who could support her, but she wants to stay in Hawaiʻi so her children can be near their dad.

    “What I’m balancing right now is, do I take a low, low paying job that then I’ll qualify for services like food stamps and Medicaid,” Osofsky said, “or do I hold out and try to find those few and far between really good jobs that will make enough so I don’t qualify but I don’t need it.”

    Osofsky’s struggle is a familiar one for working families in Hawaiʻi. In 2024, nearly 30% of Hawaiʻi households were living paycheck-to-paycheck and struggling to afford basic necessities like housing, child care and food, according to an annual count of the state’s ALICE families — an acronym for people who are asset limited, income constrained, and employed.

    Like Osofsky, roughly 40% of these families considered leaving the state over the past year, according to a study from Aloha United Way.

    While some reports indicate that more locals have been returning to Hawaiʻi in the last few years, the state’s high cost of living continues to drive some families away, straining the public education system and economy.

    Earlier this year, the Department of Education said its kindergarten enrollment dropped from 13,000 in 2019 to nearly 10,800 this year, citing estimates that 20% of people leaving Hawaiʻi are school-aged kids. The department is now starting the process of consolidating small schools, although it hasn’t yet identified which campuses are at risk of closure.

    A few years ago, state lawmakers grappling with the Covid-19 pandemic proposed a bold slate of reforms to improve the plight of working families: free school meals for all, universal access to preschool and paid family leave. But the state’s big plans for progress have resulted in incremental steps, and some families and advocates say change isn’t happening quickly enough.

    Lawmakers this session created a working group to study paid family leave but failed to turn the yearslong proposal into law. The state expanded eligibility for preschool tuition subsidies and funded preschool construction but failed to address the ongoing shortage of early learning educators. And Senate Bill 1300 — considered one of the biggest wins for students this year — expanded access to free school meals but stopped short of providing them for all kids.

    At the same time, uncertainty looms around the future of programs that rely on federal dollars to support working families, including school meals and early learning centers.

    Amid the upheaval, state lawmakers were hesitant to pass big spending measures this year, opting instead to set aside $200 million to help Hawaiʻi prepare for federal funding cuts. But some advocates say now is exactly the time for the state to make a bigger investment in families.

    “The state Legislature, and frankly, the counties, should be thinking, ‘Bad stuff is coming,’” said Deborah Zysman, executive director of Hawaiʻi Children’s Action Network. “We don’t quite know what yet, but we should be thinking about how to take care of our own people.”

    An Urgent Need For Child Care

    During the Covid-19 pandemic, Osofsky worried about the social development of her son, who was just turning 2 when lockdown restrictions began. But when he began attending the University of Hawaiʻi Mānoa Children’s Center later that year, Osofsky said, he received services for his speech delay and became comfortable making friends and recognizing letters.

    But paying for preschool was a challenge, Osofsky said. The Preschool Open Doors program provides a state subsidy to help cover tuition, but her son was ineligible when he started because the program only covered 4-year-olds at the time. The program expanded to include 3-year-olds last year.

    Hawaiʻi has pledged to offer preschool to all 3- and 4-year-olds by 2032. The Ready Keiki initiative, led by Lt. Gov. Sylvia Luke, currently estimates the state needs to add more than 330 classrooms in the next seven years to provide preschool to an additional 6,700 children.

    While lawmakers successfully expanded access to tuition subsidies and funded more preschool construction this year, progress toward the state’s ambitious goal has slowed on other fronts.

    One successful bill this session expands eligibility for preschool subsidies by including 2-year-olds and repealing the requirement that families must use the subsidy at a nationally accredited provider, which has created financial and administrative barriers for smaller programs in the past, Zysman said.

    But the Department of Human Services is on track to spend only $20 million of its $50 million budget for preschool subsidies this year, said Scott Morishige, administrator of the department’s Benefit, Employment and Support Services Division.

    To ramp up its spending, DHS is considering expanding the income eligibility to 500% of the federal poverty line. If DHS adopts the rules this summer, Morishige said, a family of four could make up to $184,000 annually and still be eligible for assistance, compared to the past income limit of $110,000.

    The state budget sets aside $20 million to build more public preschool classrooms over the next three years. The state plans on opening 25 public preschool classrooms this fall and an additional 25 classrooms the following year, far less than previous estimates that Hawaiʻi could build 40-50 classrooms annually.

    While the state would like to take a more aggressive approach to opening public preschool classrooms moving forward, Luke said, the Ready Keiki initiative is also relying on private providers and charter schools to help expand access. The state is starting larger construction projects, like standalone preschool centers, that could add seats more rapidly as they open in the next few years.

    “There is an urgency for us to open as many preschool seats as we can,” she said.

    But families’ demand for preschool could grow beyond what the state has anticipated if the federal government stops funding its own child care programs. Head Start, which relies on federal funding and serves roughly 2,800 children and pregnant mothers, is currently Hawaiʻi’s largest provider of early learning services, said Ryan Kusumoto, president and CEO of the nonprofit Parents And Children Together.

    The Trump administration has previously threatened to cut funding entirely for Head Start, although the most recent version of the federal budget keeps program funding intact. Some Hawaiʻi Head Start programs are still waiting to receive confirmation for next year’s funding, and the recent closure of some regional offices could create backlogs in awarding this money, said Ben Naki, president of the Head Start Association of Hawaiʻi.

    “There’s no existing infrastructure that can pick up those 2,800 kids,” Kusumoto said. “And we’re talking about kids who don’t have any other resources.”

    First Steps For Free Meals

    Since September, Christine Russo said paying for meals has become a greater challenge for her family as her twins joined her 10-year-old in attending school every day. She sets aside roughly $180 each month so her kids can purchase breakfast and lunch at school — a challenge for the public school teacher, whose husband is a retail store manager.

    Russo’s kids don’t qualify for free or reduced-price school meals, but she said her family could still benefit from the ongoing push to bring back a pandemic-era program that made meals free for all students.

    Lawmakers stopped short of funding a universal free meals program this year but took incremental steps by passing Senate Bill 1300. Starting next year, the state will provide free school meals to students who currently qualify for reduced-price lunch. The following year, eligibility for free school meals would be expanded to families making up to 300% of the federal poverty level, or roughly $110,000 for a family of four.

    The bill appropriates $565,000 to provide more free school meals next year and an additional $3.4 million for the program’s expansion the following year. More than 68,000 students in the Department of Education qualified for free meals this year, and 10,000 qualified for reduced-price meals.

    The bill also requires schools feed students who don’t have enough money to purchase lunch or already have meal debt. Students have accrued more than $105,000 in meal debt this school year, DOE communications director Nanea Ching said.

    At Castle High School, junior Tayli Kahoopii said she receives free meals, but some of her friends don’t qualify. When someone doesn’t have enough money in their account to purchase lunch, the register makes a buzzing sound — loud enough to embarrass students and, in one instance, deter Kahoopii’s friend from trying to purchase meals for a week.

    “On a daily basis, you see kids getting their food taken away, and there’s really nothing that they can do about it,” Kahoopii said, adding that it’s difficult for students to learn and focus when they don’t have access to food during the school day.

    Rep. Scot Matayoshi, who has introduced bills for the past three years proposing free school meals, said SB1300 is an important step. But he still plans on advocating for universal free school meals in the coming years, especially since it would reduce the administrative barriers schools and families face in determining who qualifies for free meals.

    Daniela Spoto, director of food equity at Hawaiʻi Appleseed, said providing all students with free school meals could also become more important with federal funding on the line. Proposed federal cuts to a program allowing schools in low-income areas to provide free meals to all children could impact 52 schools and more than 27,000 kids in Hawaiʻi, according to estimates from the Food Research and Action Center.

    “It should be a staple for our schools to have free school lunch,” said Castle junior Haliʻa Tom-Jardine, who will begin qualifying for free school meals next year. “It should be a right.”

    ‘Bad Things Are Coming’

    During the pandemic, people saw lawmakers step up and meet the needs of working families through federal initiatives like the child tax credit and free school meals, said Kayla Keehu-Alexander, vice president of community impact at Aloha United Way. Now, she said, state lawmakers need to do the same during times of uncertainty.

    “If we don’t start making some big policy changes around the cost of living, around housing, we could potentially be looking at a larger out-migration than we’ve had in the past,” she said.

    Hawaiʻi is already starting to see the possible impacts of out-migration on its schools and economy. While some people are coming back to Hawaiʻi to raise families, Keehu-Alexander said, it’s unclear if they’re joining the workforce in areas with the worst staffing shortages, like education or healthcare.

    Looking ahead to next year, Zysman said she would like to see a successful bill establishing paid family leave in Hawaiʻi, which would provide caregivers paid time off to care for their loved ones. Lawmakers have failed to pass a bill for several years, although they did approve a resolution last month establishing a working group that will study how to implement paid family leave over the next year.

    Zysman added that she’s concerned about the long-term impacts of the historic tax cut lawmakers passed last year. While she supports cuts that can make it more affordable for people to stay in Hawaiʻi, she said, she’s worried that tax breaks for the wealthiest will make it harder for the state to fund programs that can keep working families afloat.

    “In my gut, I feel like bad things are coming,” Zysman said, “and we should have acted more preemptively.”

    This story was originally published on Honolulu Civil Beat. Civil Beat’s education reporting is supported by a grant from Chamberlin Family Philanthropy.


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  • What’s Working in College Marketing and Recruitment in 2025?

    What’s Working in College Marketing and Recruitment in 2025?

    What’s Working in 2025 (From Both Sides of the Desk)

    Ever wonder if enrollment professionals and students actually speak the same language? Fresh data from RNL’s 2025 Marketing and Recruitment Practices for Undergraduate Students and the forthcoming 2025 E-Expectations reports reveal some fascinating alignments (and a few mismatches) between how we recruit and how students actually make decisions.

    The human touch still rules (surprise!)

    Remember when we thought Zoom would replace campus tours? Well, the data tell a crystal-clear story that shows the importance of face-to-face connections.:

    • In-person meetings hit 100% effectiveness across all institution types
    • 88% of students who visit campus find it helpful
    • College fairs are crushing it with 85% helpfulness ratings

    Translation: In our AI-everything world, humans still want to talk to actual humans. Revolutionary, right?

    Digital sweet spots (when we get it right)

    Here’s where it gets interesting. Both students and enrollment leaders agree that digital works best when it’s personal and purposeful.

    What’s working:

    • Mobile-responsive websites: 100% effectiveness at private institutions (but only 77% are using them – make it make sense!)
    • SMS messaging: 100% effectiveness across the board
    • Personalized videos: 96% effectiveness when used (but only 49% of private institutions are creating them)
    • Student connection platforms: Up to 100% effective when used properly

    The email plot twist

    Breaking news: Students read your emails!

    • 89% engage with college emails
    • 88% find them helpful
    • 96-100% effectiveness rating from institutions
    • 61% either like or expect personalized experiences

    The secret sauce? Personalization that doesn’t feel like it came from a robot.

    The AI elephant in the room

    Some interesting gaps here:

    • AI chatbots: 74% of students find them helpful (and 68% are using them)
    • Live chat: 79% helpful (71% usage)
    • Digital advertising: Up to 100% effectiveness for institutions

    Key insight: Students are more open to AI than we think—they just need to know these tools exist.

    Your game plan: 3 key takeaways

    1. Keep it human: Those perfect effectiveness ratings on in-person meetings aren’t accidents
    2. Double down on digital personalization: But please, make it authentic
    3. Mind the gaps: Your most effective tools are often your least used (looking at you, personalized videos)

    Stop choosing between high-tech and high-touch—you need both. Just make sure your human connection has a mobile-responsive website to back it up. Because some things never change, and some things really, really need to.

    Find out more in our reports and even more at the RNL National Conference

    These results come from the 2025 Marketing and Recruitment Practices for Undergraduate Students report and from our forthcoming 2025 E-Expectations Report (coming June 2025).

    We’ll also be diving into these reports and much, much more at our 2025 RNL National Conference, July 22-24 in Atlanta. Check out the program for more details on our 120 conference sessions.

    Attend the 2025 RNL National Conference

    Choose from more than 120 sessions across six tracks:

    • Undergraduate marketing and recruitment
    • Graduate and online enrollment
    • Student success
    • Financial aid
    • Strategic planning
    • AI and innovations

    See the session descriptions and save big when you register early.

    2025 RNL National Conference Session Descriptions

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  • The Evolution of College Recruitment: What’s Working in 2025

    The Evolution of College Recruitment: What’s Working in 2025

    As higher education faces what experts call an “enrollment cliff,” with projections showing a potential 15% decline in traditional college-aged students, institutions are radically re-imagining their recruitment strategies. The latest data from RNL’s 2025 Marketing and Recruitment Practices For Undergraduate Students report reveals fascinating shifts in how different institutions connect with prospective students in this challenging landscape.

    The human touch remains supreme

    In an era dominated by digital technology, the enduring power of human connection stands out prominently in the data. Face-to-face interactions continue to be the most effective recruitment tool for both four-year private and public institutions while ranking as the second most effective strategy for two-year colleges. This finding reinforces what many enrollment professionals have long suspected: despite technological advances, students crave authentic, personal connections when making significant life decisions.

    The effectiveness of in-person meetings spans various formats—from traditional campus tours to innovative “mini-sessions” with faculty and current students. These interactions provide prospective students with tangible experiences that digital alternatives cannot replicate. Recent research from Higher Education Marketing confirms that prospective students in 2025 seek personalized experiences that resonate with their individual aspirations and concerns.

    Digital innovation takes center stage

    While the human element remains crucial, the digital recruitment landscape has evolved beyond basic email campaigns into a sophisticated ecosystem of interconnected strategies. Two-year institutions are particularly notable for successfully adopting digital advertising as their primary recruitment tool, demonstrating how smaller institutions can effectively compete in the digital space.

    Personalized videos have emerged as a powerful medium across all institution types, appearing in the top three most effective strategies for public universities and community colleges in the RNL Marketing and Recruitment report. These aren’t generic promotional videos—they’re customized content pieces that speak directly to individual student interests, academic goals, and career aspirations.

    Text messaging has become a crucial communication channel, particularly for four-year institutions. This shift reflects the broader trend of meeting students where they are—on their mobile devices. Successful institutions are using texting not just for announcements but for meaningful engagement, including quick Q&A sessions, application status updates, and deadline reminders.

    The advertising landscape

    The advertising strategies employed by institutions reveal a nuanced understanding of their target audiences. Social media advertising dominates the scene for four-year private and two-year institutions, while public universities are finding success with a more diverse media mix, including television ads. This divergence suggests that different institutional types successfully identify and leverage the channels most effective for their specific audience segments.

    Re-targeted ads have proven particularly effective in the top three strategies for private institutions and community colleges. This sophisticated approach indicates a deep understanding of the modern student’s digital journey—from initial awareness through the final enrollment decision. Video advertising’s strong performance across all categories underscores the growing importance of dynamic, visual content in capturing and maintaining student attention in an increasingly competitive digital landscape.

    Digital strategy deep dive

    Search engine optimization (SEO) has emerged as a cornerstone of digital strategy, particularly for private institutions. This emphasis on SEO reflects a fundamental truth about modern student behavior: the college search process overwhelmingly begins online. Institutions that excel at SEO are ensuring they’re visible at the crucial moment when students begin their higher education journey.

    Request for information (RFI) forms continue to play a vital role, though their implementation has evolved significantly. The most successful institutions are now embedding RFI forms within interactive content experiences and using AI-powered chatbots to provide immediate, personalized responses. This shift toward automated yet personalized engagement represents a crucial evolution in how institutions manage initial student inquiries.

    Management practices: The rise of AI and analytics

    Behind the scenes, the most transformative changes occur in how institutions manage and analyze their recruitment efforts. The integration of AI in admissions has reached a tipping point, with eight in 10 colleges now utilizing some form of artificial intelligence in their processes. This technology is used for basic tasks, sophisticated predictive modeling, and personalized communication strategies.

    Private institutions are leading the charge in leveraging AI for enrollment operations, while all institution types are embracing increasingly sophisticated tracking and analytics tools. Behavioral scoring and engagement tracking have moved from an innovative approach to an essential practice, indicating a decisive shift toward data-driven decision-making in enrollment management.

    CRM systems have become particularly crucial for two-year institutions according to the RNL report, suggesting a growing emphasis on relationship management throughout the enrollment funnel. These systems are no longer simple contact databases but have evolved into comprehensive platforms that track, analyze, and optimize every student interaction.

    Looking forward

    These findings paint a picture of an industry in transition, balancing traditional high-touch approaches with innovative digital solutions. Success in 2025’s challenging enrollment landscape requires a sophisticated blend of:

    • Personal connection through face-to-face interactions
    • Strategic digital engagement across multiple channels
    • Data-driven decision-making powered by AI and analytics
    • Personalized communication at scale

    For enrollment professionals, the message is clear: while the tools and techniques may evolve, the fundamental goal remains unchanged—connecting with prospective students in meaningful ways that address their individual needs and aspirations.

    The institutions that will thrive can effectively combine the warmth of personal interaction with the efficiency of digital innovation, all while maintaining authentic connections with their prospective students.

    Want to dive deeper? Read the report

    2025 Marketing and Recruitment Practices for Undergraduate Students: Effective practices for undergraduate recruitment at four-year and two-year institutions.

    Ready to transform your institution’s recruitment strategy with data-driven insights? Download the complete 2025 Marketing and Recruitment Practices Report to access:

    • Detailed breakdowns by institution type
    • Implementation guides for top strategies
    • Benchmark data to compare your performance
    • Expert analysis and recommendations
    • Case studies from successful institutions

    Download the full report now and get exclusive access to comprehensive data and insights that will shape your 2025 recruitment strategy.

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  • Working People’s State of the Union

    Working People’s State of the Union

    The official Working Families Party response to President Trump’s address to the joint session of Congress was delivered by Rep. Lateefah Simon (CA-12).

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  • “Are Working Class Voters Done with Democrats?” (CUNY School of Labor and Urban Stidies)

    “Are Working Class Voters Done with Democrats?” (CUNY School of Labor and Urban Stidies)

    What’s at Stake for Labor:

    Project 2025 and the Department of Government Efficiency 

     

     

    Wednesday, February 5

    7:00pm – 8:30pm

     

    Virtual event via Zoom webinar. 

     

    Register:  

    slucuny.swoogo.com/5February2025

     

    

    Featured Speakers: 

    James Goodwin – Policy Director, Center for Progressive Reform

    Diana Reddy – Assistant Professor, UC Berkeley Law

    Arjun Singh – Senior Podcast Producer, The Lever

    Moderated by Samir Sonti – Assistant Professor, CUNY School of Labor and Urban Studies.

     

    What are the real costs to bear on workers–especially civil service and public sector workers – with Project 2025 and the establishment of Trump’s Department of Government Efficiency? What strategies can labor employ to counter this attack on working people and unions? How can looking back at previous far right policy projects help prepare us in our fight to protect workers? Join us to hear from law & policy experts and journalists as they discuss these urgent questions.

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